Artificial Intelligence (AI) is now at the heart of innovation and new technologies, and has reached the beauty sector. Whether it's cosmetics or skincare, the consumer experience is increasingly personalized, so when AI gets involved, we get many tools that we can no longer do without!
Ultra-connected beauty
From appointment scheduling apps to skin type studies, there is no shortage of innovation in the beauty industry. Today, cosmetic companies are innovating and focusing on accessibility and convenience for consumers. Brands are moving away from standardized beauty and opting for customized products with ingredients selected according to specific needs. Artificial intelligence (AI) is a major asset to move towards inclusion and improve the digital customer experience.
The consumer trend of the MZ generation (Millenials & Gen Z) values the personality of each individual is in the spotlight in the Korean retail industry. AI technology analyzes the tastes and anticipates the thoughts of customers to offer them appropriate products and services, or suggest personalized services (on order) that are entirely reserved for them.
So it's in the best interest of leading beauty brands to embrace artificial intelligence to deliver more personalized and engaging online shopping experiences to their customers.
The beauty industry in the age of AI
Makeup giant L'Oreal has launched Perso, a platform that allows customers to create their own personalized foundation using algorithms to analyze their skin tone and recommend shades closest to their skin tone. In addition, the company's Makeup Genius app allows users to virtually test different makeup products using their smartphone camera, while Skin Consult AI, an AI-based skin diagnostic technology, recommends personalized products after analyzing skin images.
Similarly, Sephora launched the Sephora Virtual Artist app that also uses algorithms to recommend products tailored to each customer's individual needs. Neutrogena has developed the Skin 360 app that analyzes skin images to measure hydration, wrinkles and spots, while Clinique has created the "Clinique Skin Diagnostics" technology to help customers understand their skin's needs.
Proven Skincare uses AI to create customized products for each customer by analyzing data from an online questionnaire filled out by the customer to recommend products tailored to their specific skin type and concerns.
Chanel has also launched an augmented reality (AR) based app called "lip scanner." When customers access the app and choose a color they like, the app presents a Chanel lipstick in a similar shade to the color. Customers can then virtually see the color on their lips by clicking on the lipstick.
South Korea: the forefront of innovation
South Korea is known for its skincare expertise, with a thriving industry that promotes healthy, radiant skin. However, finding the right products for your skin can be difficult, even for K-Beauty experts. As a result, several brands are using artificial intelligence to recommend personalized skincare products based on users' skin type, concerns and preferences.
LANEIGE, AmorePacific's flagship beauty brand, uses AI to produce foundation cushion tailored to individual skin and tastes. At its IOPE Lab (another of the group's flagship brands), AmorePacific uses AI to analyze its customers' skin data and offer them personalized beauty products. Personalization is also available in the makeup department of its flagship Amore Seongsu, where it is possible to sign up for a shade diagnosis workshop and create a custom lipstick while enjoying a range of pleasant services during the creation process (tea tasting, listening to relaxing playlists, etc.).
AmorePacific Corp actually won the Innovation Award at the Consumer Electronics Show 2021 for its latest product, Lip Factory by Color Tailor, which is an integrated lip makeup manufacturing system. The mobile app uses an AI algorithm to recommend custom lipstick colors to users from among 2,000 shades, analyzing their facial features.
These Korean brands have all developed sophisticated services to help consumers discover their own beauty, while enhancing their shopping experience both online and in physical stores.
The K-Beauty industry will continue to thrive and innovate through the use of AI in skin care personalization. In fact, South Korea will be the country of honor at Viva Tech 2023, the most anticipated international event that sees tomorrow's collaborations between companies and technology startups every year. South Korea's participation will highlight the latest trends in technology and skincare, providing a unique opportunity for Korean brands to showcase their customized beauty products and expertise.
Ultimately, thanks to South Korea's AI and skincare expertise, consumers around the world can enjoy personalized, effective and innovative beauty products.
AI, the key to personalization?
This "super personalized" service is an opportunity to introduce products that individuals can satisfy using specialized AI functions. By using this service, beauty brands are providing their customers with more personalized and engaging consumer experiences, allowing customers to easily find products that meet their individual needs. This allows customers to feel confident that the products they purchase are tailored to their specific needs, which can help build trust and brand loyalty.
However, the cosmetics industry believes that the limitations and opportunities of this industry lie in the fact that beauty standards are not uniform. This means that it is difficult to receive endless love from customers with one cosmetic product, and at the same time, it can come out with various products that suit the tastes of many customers. In other words, these AI services help with marketing but not (yet) with customer retention.
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